Social Commerce - thoughts
•
2 recomendaciones•364 vistas
First draft of a presentation on social commerce for SMAU Milan - october 2010. Definitions after Paul Marsden - Social Commerce Today.
![[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (19)
Destacado
Destacado (13)
Similar a Social Commerce - thoughts
Similar a Social Commerce - thoughts (20)
Último
Último (20)
Social Commerce - thoughts
- 1. Social Commerce the new B2C fronteer Gioia Visani October 2010
- 6. Social Commerce is the use of social media in the context of e-commerce Paul Marsden – June 2010
- 9. how to join? The struggle for brands is
- 24. 2009 Retail Holiday Season Shopper Study
- 30. We have three experiences : retail, mobile, social. It’s time to merge.
- 31. Macy’s Magic Fitting Room http://www.youtube.com/watch?v=E1rUdTITGCg
Notas del editor
- http://socialcommercetoday.com/social-commerce-definition-word-cloud-definitive-definition-list/ by Paul Marsden nov 2009, updated June 2010 Social Commerce is a buzzword and it’s hot lexical real estate, evoking a fusion of two big digital trends of “social media” and “e-commerce”. As a result, social commerce means different things to different people and it’s been the target of a number definitional land-grabs by businesses seeking to define the term based on what they sell. Selection of definitions we find interesting.
- Tag cloud made with 18 most common definitions. Evidence that social commerce is made not only of customers but also of sellers: it’s a conversation “with” customers, not only “of” customers
- Or the cocktail party version:
- Our point of view is…
- Which tools and toolsets to adopt? See next slide…
- http://socialcommercetoday.com/the-6-dimensions-of-social-commerce-rated-and-reviewed/ Posted on December 22, 2009 by Paul Marsden Examples of social commerce include user ratings and reviews, user recommendations and referrals, social shopping (sharing the act of online shopping together), user forums and communities, social media optimization (for e-commerce), and social applications and social ads linked to e-commerce. Next slides can be included or not, depends how deep you want to go.
- Italian examples are: Group buying: Tuangon.it Group gifting: itunes Social network storefront: volagratis on facebook Social shopping portals: wishp With new tools bringing e-commerce to social networks and vice versa – such as Facebook Connect, social shopping is the new motor driving the social commerce trend. Promotes purchase decisions primarily through the ‘ liking ’ social intelligence heuristic, allowing people to shop with people they know, like and trust. Adds emotion into the e-commerce mix, and enables realtime recommendations. DecisionStep has measured sales impact of social shopping software +25% in shopping cart, +50% in average order value.
- Italian examples are: IBS, BOL, Lets.it, Tripadvisor AngelsForTravellers If social shopping is the new kid on the block, Ratings & Reviews are the perennial Godfather of social commerce – around since 1995 (with Amazon) and a proven solution for boosting traffic volume, conversion and average order value through ‘word of mouse’. Work primarily through the ‘ social proof ‘ and ‘ authority ‘ SI heuristics, promoting purchase decisions with credible information. ‘New news’ in Ratings & Reviews are review syndication (to social networks), contrast reviews (showing positive and negative reviews), tagged reviews (tagging reviews with keywords), video reviews , geo-tagged mobile reviews and story-based customer testimonials . Bazaarvoice measure impact of Ratings and Reviews to boost conversion by up to 25% – interestingly negative reviews appear not have a detrimental effect on sales; we don’t live in a five-star world and shoppers don’t expect it…
- Italian examples are: All Whereas ratings and reviews are usually visible to all, recommendations and referrals are personalised endorsements designed to realise the referral value of customers and advocates. Often take the form of online versions of traditional customer-get-customer referral-rewards programs (e.g. Sky Introduce a Friend) but can also use syndication tool via Twitter and Facebook to share recommendations with friends, fans and followers. For example, fashion label Juicy Couture increased conversion rates by 162% using CreateTheGroup’s recommendations and referrals social software. Powered primarily by SI heuristics of liking, scarcity (of information) and reciprocity. Innovations include social recommender systems (e.g. Stylefeeder, Honk) that automate personal recommendations based on algorithms comparing similarities between customer purchasing histories and profiles.
- Italian example is IWBank Forum The forum is the unsung hero of social media, effective; popular and useful. Can be integrated into social networking platforms to allow personal messaging and status updates to create an increased sense of community. Promotes purchase decisions primarily through consistency and authority by allowing members to share trusted information with each other and the host. P&G has calculated that its BeingGirl forum is 4x as effective as TV advertising. Innovations in this space include Idea Boards – online suggestion and discussion boards to capture constructive feedback, and user-powered Q&A forums for customer support in a moderated, curated and structured environment.
- Italian examples are: Yoox, Volagratis, Social Media Optimisation increases traffic volume to e-commerce destinations, both via inbound links from social media and through improvements to search engine rankings driven by these links. It’s a social media version/complement to SEO (search engine optimisation) Promotes purchase decisions primarily through social proof, scarcity and consistency. For example by posting amusing online video ads to its own site and to major video sharing sites, food processor manufacturer Blendtec increased sales by 500%. Also of note, confectionary manufacturer Mars replacing product sites with single landing pages – linking to social media platforms (e.g. Skittles). SMO is typically offered with social media monitoring services.
- Social Ads and Apps stimulate purchase decisions through the social intelligence mechanisms of ‘consistency’ and (in the case of apps) reciprocity. By clicking on a e-commerce link embedded in an app or ad, the user is making a small psychological commitment to making a purchase. Arguably, social apps outperform social ads here because they also use reciprocity; social applications that solve people’s problems (e.g. motivation and performance tracking in the case of Nike+) can create a sense of psychological indebtedness, making purchase more likely. However, social ads are far simpler to deploy, and are less dependant on insight and creativity – they simply require a compelling reason to click. For example, fast-food chain Chick-fil-A ran a successful Facebook free-sample engagement ad campaign; clicking on the ad revealed a form to receive a mail coupon. The downside of social ads is that they have low click through rates – social media users appear to be more focused on communicating to pay attention to the ads – despite the ability to run highly targeted ads based on profile and social graph.
- This is a case I have been working on, now it is public at site www.prenatal.it
- An informative area where moms can find all support they need in affording motherhood experience and everyday life, from a trusted and expert friend/brand
- A community area where moms find all the tools they need to share with other moms, just like them, this incredible experience: personal page, personal blog, Q&A, forum, chat, messaging, polls, networking (add a friend, affinityt matching..), and google apps.
- Google apps can be added both to the community customized HP and to the personal page.
- The shop is fully integrated with the community, with a personal wish list to share with friends, rating and reviews on any product and “share” button on any review posted.
- Mobile devices are likely to be the best support to digital socializing. Thanks to the new devices it’ possible to keep in touch with your network 24/7. How does this match with shopping attitude?
- Produced by Motorola Enterprise Mobility Solutions: Business & Market Intelligence Gen Y shoppers accessed their mobile phones for various in‐store shopping related activities from two to six times as much as Boomers More than half of consumers utilized mobile phones for in-store holiday shopping activities. The usage and impact of mobile shopping technologies exploded in 2009 as shoppers turned to their mobile phones for activities spanning multi-channel comparison shopping, peer feedback, product info and couponing. Mobile shopping has already started…
- Produced by Motorola Enterprise Mobility Solutions: Business & Market Intelligence Gen X: 18-34 Gen Y: 35-49 Boomers: >50 This a report published yearly by motorola, it measures worldwide attitudes to shopping during the two “hottest” weeks of december. Gen Y shoppers (the best spending target) are almost twice as likely (64%) as more mature shoppers (33%) to utilize their mobile phones for in‐store shopping‐related activities.
- Best spending target (30-40) is very active via mobile, good attitude toward browsing and social networking. Connections with the network 24/7 is a reality in Italy, mobile phones are much more than phones...
- Most popular social platforms are the ones actually implementing eshopping opportunities for brands. This is an opportunity Brands shoul not miss!
- Start social retailing video